The Group recently launched a new beverage called Lemonish. How Lemonish came to be, what makes it special, and how consumers have responded so far was revealed to us by Laura Bortas, Senior Brand Development Manager at Atlantic Grupa.
Grupa.
How did the idea for Lemonish come about?
Laura Bortas: When developing a product, everything starts with analyzing the existing market offering, followed by identifying potential opportunities and keeping an eye on global and European trends that are likely to reach our region. We could have taken various directions, but from the beginning, we noticed that carbonated lemonade is a category that hasn’t yet been fully established in regional markets. With insights from the market, we started talking to consumers – those who drink flavored carbonated beverages and those who prefer flavored sparkling waters, as this category sits somewhere in between.
It quickly became clear that people would love to drink bubbly lemonade and that lemon is the next big flavor trend. That’s when we realized this new product should become an entirely new brand in its own right.
Who worked on the product, and what makes Lemonish so special?
Laura Bortas: Lemonish is the result of cross-team collaboration between the marketing and R&D departments, with excellent support during product development from the CMI department. Everything starts within this core team, and it’s crucial that everyone speaks the same language and looks in the same direction – which, luckily, is how it works with us!
I’d especially highlight that the uniqueness of Lemonish lies in the fact that we co-created the product with consumers. We wanted to make something they could trust. We worked hard to meet their needs with both taste and recipe, and the brand story naturally followed from there.
Is there a specific approach you use?
Laura Bortas: Atlantic is one of the few companies in the region where marketers can actually create big brands, shape their strategies, and develop new products. Most of our peers see this as a marketing treat. We’re genuinely proud of that. Creating the very essence of a brand, launching it to market, and strategically guiding and supporting it is a great responsibility – but also a great pleasure and, ultimately, recognition.
What sets Lemonish apart – its formula, ingredients…?
Laura Bortas: With Lemonish, we managed to balance two key consumption triggers. First and foremost, it’s the taste – —since we’re talking about an indulgent category – and second, increasingly important to all of us, is calorie intake.
Consumers are often faced with a compromise: either enjoy something delicious and feel guilty afterward, or opt for something healthier that doesn’t fully satisfy their craving for enjoyment. Lemonish contains juice from a whole lemon, making it juicy and low in calories, so consumers don’t have to worry about calorie intake. It also contains no sweeteners, making it a true “better for me” proposition.
How did the name Lemonish come about?
Laura Bortas: Lemonish is a blend of lemon juice and bubbles, which we reflected in the name – Lemoniššššš – lemon + “ššš,” mimicking the fizzy, whispering sound of bubbles in a carbonated drink.
Who is this product primarily intended for?
Laura Bortas: For everyone striving to maintain balance in daily life and seeking the same in their choice of carbonated beverages – they want to enjoy the taste while still aligning with their “better for me” values, without compromise.
What are the initial reactions like, and where can consumers try Lemonish?
Laura Bortas: Given the number of calls and messages I’ve received asking where to buy Lemonish since we launched, I’d say the first reactions are very positive :).
We also received comments about how well it mixes with other drinks, so it was quickly recognized as a versatile choice for various consumption occasions. Lemonish is available in retail channels, in both small and large formats.
There are currently two flavors on the market. What are your next plans, and how did you celebrate the launch?
Laura Bortas: Things are always dynamic at Atlantic when it comes to innovation – we aim to bring something new and different to the market.
We’re especially proud of the Lemonish launch in Croatia and Slovenia, where we gathered a large and enthusiastic audience. And yes, we threw a great party – you can see it in the photos, because our bubbles were doing flips and other acrobatics!
